Will Ferrell Becomes Underwear Model for SKIMS as Lonnie ‘The Hawk’ Hawkins
Will Ferrell is taking on an unexpected role as an underwear model in a new campaign with Skims. The actor and comedian is not just appearing as himself; instead, he embodies his upcoming Netflix character, aging golf star Lonnie “The Hawk” Hawkins.
Skims unveiled the campaign on Instagram, showcasing Ferrell fully embracing the persona of the fictional athlete. In the images, the 58-year-old actor sports Skims men’s underwear, a white tank top, tube socks, his iconic “Hawk” visor, and a puka shell necklace, striking poses that exude the confidence of a seasoned golfer who still believes in his abilities.
This character is from Ferrell’s upcoming Netflix comedy series ‘The Hawk,’ where he plays Lonnie Hawkins, a former professional golfer determined to prove he still belongs in the sport. The Skims campaign cleverly utilizes this character to create a humorous fashion moment.
Skims shared multiple images of Ferrell in character with the caption, “@LonnieTheHawk knows he’s still got it.” The fictional golfer even boasts his own Instagram account, which has already attracted thousands of followers.
The campaign also features a video with Kim Kardashian, one of Skims’ co-founders, providing narration. In the clip, Ferrell’s character is seen on a golf course, clad only in his Skims underwear, gearing up for another round.
Kardashian humorously comments in the video, “His body says retire. His Skims say one more round,” while describing the brand’s products as “built for men who still know they’ve got it.”
Ferrell and Kardashian first hinted at their collaboration weeks before the campaign’s launch. They shared a humorous Instagram post where Kardashian guided Lonnie Hawkins on how to navigate social media and take the perfect selfie.
The post was crafted from the character’s viewpoint, playfully asking followers if they could see his post. This joke continued to build on the personality of The Hawk, portraying him as an old-school athlete trying to grasp modern internet culture.
This collaboration comes as Skims expands its celebrity-driven campaigns, having previously partnered with major stars like Usher, Post Malone, Sabrina Carpenter, Cardi B, Hailey Bieber, and Charli XCX.
While Ferrell’s role leans heavily into comedy, it also underscores the rising popularity of Skims’ men’s collection. The brand is increasingly featuring male celebrities in its campaigns as it broadens its reach beyond its original focus.
For Ferrell, this campaign adds yet another unexpected chapter to a career filled with unique characters and memorable performances. From comedy films to sports-themed roles, the actor has earned a reputation for fully immersing himself in every character he portrays.
Fans can look forward to seeing more of Lonnie “The Hawk” Hawkins when ‘The Hawk’ premieres on Netflix on July 16. Until then, Ferrell’s quirky portrayal of a golf legend in his underwear is already generating significant buzz online.
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